Tuesday 21 November 2017

AdLib: Big issues and even bigger data

Irish International’s Mars advert; IAPI Doyenne winner, Dynamo’s Dynamo’s Charlotte Barker, below, and IAPI rising star TBWA\Dublin’s Katie Jones, below left
Irish International’s Mars advert; IAPI Doyenne winner, Dynamo’s Dynamo’s Charlotte Barker, below, and IAPI rising star TBWA\Dublin’s Katie Jones, below left

Michael Cullen

Data volumes are "exploding" and Irish marketers should note that more data has been created in the past two years than in the entire previous history of the human race, media agency Carat points out in its media forecast report for 2107.

Production barriers and video costs will continue to fall, while the opportunities to distribute video content will increase. Young people already spend more time watching online video than broadcast TV. Brands are able to make what they want, when they want. "The key to success will be the idea and the quality of content to support the idea," said Carat's ceo Ciaran Cunninghamm, who expects total media spend this year to amount to €921m.

"The ability of media through mobile devices to connect brands and commerce is increasing, the emphasis is moving from advertising to brand experience (mobile, web, social) and programmatic is becoming a real and dominant force," Cunningham insisted. While Carat goes for a 4.6pc increase in spend this year, Core forecasts a 3.3pc jump.

Core claims search and display continue to fight for share of advertising investment. Search's share of digital spend stands at 51pc, but is likely to dip below 50pc within two years. Display, on 38pc, is growing and, due to its role as a direct response-only channel, it's changing; it now has the scale to create mass market reach for brands.

The prevailing issue in social media is fake news and Core says Facebook and Twitter are rightly being called to account. A verification pledge is needed to win the confidence of marketers. Concerned advertisers don't want their brand placed in spurious environments.

Core sees 'live television' at time of transmission as accounting for most TV viewing as the medium's ad revenue increases by 2.5pc to €243m. While the resilience of live TV may come as a surprise, over three-quarters of video viewing is on home TV sets.

There's still a high propensity to watch sport, current affairs and one-off events live and they tend to draw big audiences. Streaming services like Amazon Prime and Netflix are seen as the biggest threat to traditional broadcasters, but perceptions often differ from the reality: 24pc of homes in Ireland subscribe to Netflix and just 1pc have signed up to Amazon Prime.

While subscription numbers matter, viewing time is the key metric. Ipsos MRBI reports that on average these services only account for 3pc of daily video consumption among all Irish adults. For viewers aged 15-34, it increases to 6pc. The total share of viewing compares to just half of UTV Ireland's all-adult audience last year.

* The annual Media Awards have one notable absentee this year. WPP's GroupM, comprising Mindshare, MediaCom, MEC and Maxus, have not entered the awards, nor will the respective group agencies be taking tables at the gala dinner in the Clayton Hotel on April 20. It is understood that GroupM intends to promote media-buying excellence in other ways.

The Media Awards are open to agencies, advertisers and media owners, with a €150 fee per entry across 23 categories. Guests also book tables for the gala dinner. The awards are organised by The Brainfood Store, a consortium which includes Alchemy Events' Des Doris, Omnicom ceo Dave Harland and Core Media chief digital and media officer Justin Cullen.

The GroupM move coincides with the news that TBWA\Dublin has decided against entering local creative awards. TBWA's executive creative director John Kane says the Omnicom agency's focus switches to "globally recognised award shows", including the Cannes Lions, D&AD and the Clios. TBWA clients include Bank of Ireland, BMW, and McDonald's.

* Dynamo's client services director Charlotte Barker has been named this year's IAPI Doyenne winner. The award salutes future women leaders in Ireland's marketing communications industry. IAPI launched Doyenne four years ago to address the gender imbalance in adland where just 18pc of women from IAPI agencies are senior managers.

The industry census highlights the gap between women and men taking the top jobs, despite adland being split 50:50. The judges described Barker as a young person of vision and ambition, intent on shaping a brand design agency by aligning creativity, consumer insights and commercial expectations.

TBWA\Dublin strategic planner Katie Jones won this year's IAPI Doyenne rising star glass gong for her work on HSE and the Department of Justice campaigns.

* Mars boasts the sweetest outdoor campaign around with its MaltEaster 48-sheet poster featuring special bunny ears made up of more than 2,000 replica 3D Maltesers, with the tagline "Who are you going to chew the ear off this Easter?". Irish International created the idea, media by Mediavest and PML, planning by MediaCom and special build by Eclipse Media. Top hats off to all concerned, minus the rabbits, of course.

Michael Cullen is editor of Marketing.ie; cullen@marketing.ie

Indo Business

Promoted Links

Business Newsletter

Read the leading stories from the world of Business.

Promoted Links

Also in Business